Kavli is giving its Primula range of cheese spreads a packing and product makeover and backing the moves with a £150,000 pre-Christmas advertising spend.
Aimed at refreshing the offering and giving it wider family appeal, the brand’s new look will feature a cartoon mouse against a cheesy background and key ingredients, depending on the variety.
New packaging will include shorter, fatter tubes to increase shelf standout, while both the tube and tub formats will highlight that each variant has no added salt or flavourings and is a good source of calcium.
The fact that each contains more than 50% cheese will also be flagged up. In addition, all
preservatives have been removed and the tube range is now fully chilled.
However, none of the changes are leading to price rises and a new Light Cheese with Cracked Black Pepper, containing 6% fat, also joins the line-up.
Advertising will centre around key newspaper and magazine titles.
Marketing director Craig Brooks said: “The new packaging has been designed to clearly communicate cheesiness and has been very well received.”